Fundraising campaigns are like other forms of human communication and marketing. The donor needs to be taken through a cycle of awareness, understanding, acceptance and behaviour adoption. It is not credible that even the best causes will trigger a lot of responses from just one or two adverts.
Every media company offers free or heavily discounted late space slots fo charities. It sounds like a nice thing to do... but it often is not.
So many small charities waste their time and money on a few late space slots being offered by a media company unable to sell the space to commercial companies. We advise clients to only accept late space as part of an existing ongoing campaign or to develop a specific late space strategy.
Marketing is a profession because it needs thought and rushing around chasing late space slot is not condusive to clear thought.
At Vir2, we get a lot of charities approach us because SMS must be the cheapest and fastest way to raise money if you are in a panic... I welcome the approaches, but advise against panic tactics.
And on that bah humbug not merry Christmas everyone!
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